Rural West has announced that Chief Executive Officer, Chris Wheatcroft, will step down after eighteen years leading Rural West, Western Australia’s Rural Financial Counselling Service, paving the way for the next generation of leadership to take the organisation forward. 

Chris’s tenure spans some of the most significant chapters in the service’s history, including rebuilding it under NEFF, establishing Rural West and leading the successful transition of the service into the new organisation. 

“If there is a legacy I’m proud to have been part of, it isn’t one person’s achievement,” Chris said. “It’s helping build an organisation that will continue serving regional Western Australians long after any one CEO has moved on.” 

Under Chris’s leadership, Rural West has grown into a highly professional service. With the businesses team of Rural Financial Counsellors supported by specialist legal and behavioural expertise, while staying true to its purpose of supporting regional people through difficult financial times. 

“I’ve come to appreciate that financial difficulty is rarely just about numbers,” Chris said. “It’s about families, identity, uncertainty and hope. Our role has never been to tell people what to do. It has been to help people see their options, make informed decisions and move forward with confidence, while preserving as many opportunities and assets as possible for whatever comes next.” 

Chris said every farming family, every business and every community had its own story, and that understanding what mattered to people had always come before trying to solve their problems. 

“People are often going through the most difficult time of their life when they come to Rural West. To provide a hand for them to get to a positive future is an honour and a privilege. That has been both the greatest challenge and the greatest privilege of my career.” 

Reflecting on the decision to step down, Chris said it came from a place of confidence with Rural West well positioned for the leadership that will carry it forward. 

“Rural West is in a strong position. Together, we’ve built a highly professional service with an exceptional team of Rural Financial Counsellors. Most importantly, we’ve remained true to our purpose while continually improving how we support regional Western Australian businesses.” 

“If there is one lesson I’ve taken away, it’s that lasting change rarely begins with advice. It begins with listening. When people feel understood, they are far more capable of finding the strength and wisdom to move forward than many initially realise. Being trusted to share that journey has been one of the most rewarding parts of my career.” 

Rural West’s Chief Operating Officer Tamara Diver will step into the role of CEO, bringing five years of experience working very closely alongside Chris, the Board of Directors and the senior leadership team. Tamara said the transition reflected the strength of the foundations Chris had put in place. “Having worked so closely with Chris over these past years, I’ve seen firsthand the care and thought that has gone into building Rural West into what it is today,” Tamara said. “I’m looking forward to carrying that forward, alongside our team of Rural Financial Counsellors who are genuinely excellent at what they do.”